THE FOLIUM
POSITIONING • NAMING •BRANDING • MARKETING APPLICATIONS
THE FOLIUM CONSISTED OF 54 SHARED OWNERSHIP APARTMENTS AND 5 PRIVATE SALE TOWNHOUSES LOCATED IN MUSWELL HILL, LONDON.
BACKGROUND
The main hurdle was crafting a brand that embraced both £1.4m townhouses and shared ownership flats, making each feel exceptional. Moreover, the development wasn't in a particularly attractive area, lacking amenities and public transport nearby.
SOLUTION
Our research highlighted the importance of nature for urban dwellers, and The Folium provided the perfect springboard to bring this concept to life. We flipped the notion of 'urban' living on its head by spotlighting nature, local wildlife and parks, hence the positioning of 'beautiful by nature'.
We then devised an identity system with two versions covering the private sale townhouses and the shared ownership flats. Both brands brilliantly showcase the natural diversity on the buyers' doorstep.
During the pre-sales period, The Folium garnered the highest number of leads across all Catalyst Homes sites weekly for 6 weeks. All flats were sold before completion, with townhouses following suit shortly after. The Folium also clinched a win at the Property Marketing Awards.
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